4 Lessons Marketers Can Learn from Local TV News Reporters

This post was initially published on BostInnovation on July 28, 2011. To read the original post there, click here. Today – thanks to social media, smartphones and other new digital communications platforms and tools – what the savviest of consumers are asking of their favorite brands is almost as much as they’d expect from their best

The Importance of LinkedIn Recommendations

Given my outgoing personality, my obsession with the latest news and the fact that I’ve always been an early adopter of new communications tools, it’s no surprise that I’ve been enamored with social media from the get-go. I can’t tell you how excited I was to launch my own blog in early 2004, where I’ve written nearly 100,000 words

10 Ways to Succeed as a Copywriter, Parts 1-10

If you’ve been reading this blog for the last few months, you know I’ve been writing a series of posts on copywriting. Similar to the approach I took with my series on social media, I’ve looked at copywriting from a 30,000-foot level, focusing on the principles you need to be mindful of if you want to succeed in this

10 Ways to Succeed in Social Media, Parts 1-10

If you’ve been reading my blog for a while, you already know about the  “10 Ways to Succeed in Social Media” series of posts I started writing on January 13 of this year and recently concluded on April 5. But what you wouldn’t know is how much I’ve been looking forward to stringing these posts together into one exhaustive guide

The Importance of Character in Social Media

By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others. They’re finally realizing that — as I’ve said before here on this blog — the

Red Tape and Social Media


Red tape. Unfortunately, it prevents many businesses and brands from making progress in any way, shape or form on social media.

Whether it’s because too many chefs are in the kitchen or there is just far too much adherence to outdated rules, red tape can undermine the success of your very best efforts.

The most accomplished social media practitioners have a green light in front of them, not red tape. They get autonomy and support from colleagues and management, not questions and criticism.

The most effective social media programs are authentic, transparent and immediate. They’re carried out quickly and seamlessly with very few interruptions.

If you expect to be successful as an organization on social media, you’ve got to cut to the chase and cut the red tape.

Create Social Media Moments and Memories for Your Audience

Look all around you. Everybody is taking pictures everywhere they go.

You want to capitalize on this trend.

Anything you do as a business or organization needs to be optimized for social media.

Your people. Your office. Your content. Your events.

Wherever you are, whatever you are doing, you want to be making it easy for your connections and customers to share something to do with your brand with their own respective networks.

Your fans and followers want to talk about you.

They want to amplify everything about you to a wider circle of people.

They’re looking for something to capture and disseminate via their own feeds on LinkedIn, Twitter, Facebook, Instagram and the like.

Give them the opportunities. Give them the inspiration.

Create social media moments and memories for your audience.

American Marketing Association’s 2018 Leadership Summit


An excellent time was had by all at the AMA Summit recently, especially by your representing contingent from AMA Boston.

I was happy and honored to be able to attend the event at the Westin O’Hare in Rosemont, Illinois, with my colleagues on the Board of Directors, Bonnie Akerson, Parna Sarkar-Basu, Laura Chapman and Todd Holloway.

We attended a variety of educational sessions designed to both inform and Inspire us.

We met and mingled with members of dozens of the some 70 or so different AMA chapters throughout the country who were also there in attendance.

We sat in the audience to listen to many incredibly good speakers, including two electrifying, exhilarating keynote presentations delivered by Robert Rose and Sima Dahl.

A big thanks to the entire American Marketing Association team for putting together such a fantastic event.

Of course, I tweeted like crazy – some 60 times or so – during the three days we were there and was fortunate to be one of three attendees awarded a gift card for my social media coverage of the event. Thanks, AMA!

And thank you, AMA Boston, for giving me the opportunity to attend such a memorable, transformative conference.

Oh, yes. All those tweets I shared during the weekend. I turned them into one long Twitter moment which you can look at below. This should give you a good idea of just how much fun everyone had at the American Marketing Association’s 2018 Leadership Summit.

Note: This post, “American Marketing Association’s 2018 Leadership Summit,” was originally published on the AMA Boston blog on May 7, 2018 here.

Immortalizing Your Brand’s Audience on Social Media

It feels good to be able to run 26.2 miles on any given day, but I was particularly happy to finish the Boston Marathon on April 16, 2018.

For starters, this was the 11th time I’ve run Boston for charity, the fifth time for Christopher’s Haven, raising nearly $2,000 this time around for this ridiculously awesome non-profit organization.

It was also especially gratifying to be able to go the entire 26.2-mile distance despite such extremely inclement weather conditions.

Pouring rain. Stiff headwinds. Cold temperatures. The long, challenging journey from Hopkinton to Boston this year was about as far from a walk in the park as you could imagine.

After I crossed the finish line on Boylston Street, I asked one of the volunteers to take my picture, as I wanted to capture the moment for posterity. I knew that MarathonFoto had been taking pictures all along the route that would be available for purchase, but I wanted at least a handful taken with my own camera.

Little did I know what Adidas was doing with their own personalized video campaign.

What an incredibly good idea!

Adidas went above and beyond to provide some 30,000 runners who participated in this legendary race that day with an exclusive, custom-made highlight film. All you had to do was enter your 2018 Boston Marathon bib number at this URL and up would come a short, little clip starring you, the average (well, if you’re like me, average) Boston Marathon runner taken along the course of this historic event.

Thanks to this article in Adweek, you can read all about how Adidas pulled together this impressive campaign with the assistance of their agency, Grow.

Kudos to them for coming up with this idea to immortalize so many marathon runners, each of whom — if they’re anything like me — certainly appreciated having this epic experience captured in such a, powerful personalized manner.

In making it all about their audience in the Boston Marathon, Adidas and Grow made the campaign of a marketer’s – and runner’s – dreams.

Note: This post, “Immortalizing Your Brand’s Audience on Social Media,” was originally published on the AMA Boston blog on April 30, 2018 here.

What Can I Do for You?


I’m a traditional marketer.

I’m a digital marketer.

I’m a content marketer.

I’m a social media marketer.

I can provide you with strategies and workflows.

I can help you manage people and projects.

I can provide you with copy.

I can provide you with content.

Yup. I’ve been writing in this field for a long time…since 1983.

I’ve written everything from direct mail to email, print ads to banner ads…AND then there’s social media.

In 2004, I started my blog, “A New Marketing Commentator,” and I haven’t looked back.

Yup. I’ve done a ton of social media!

Frankly, I consider myself an ultra-modern, hybrid marketer who can help you out in a variety of ways, both B2B and B2C, agency and client side.

What can I do for you?

A lot.

Call me. Anytime. 978-375-1334

Social Media Isn’t Rocket Science


Social media isn’t rocket science.

Yup. Using LinkedIn, Twitter, Facebook, Instagram and the like is easier than you think IF you make it a priority.

But that’s just the problem. Many businesses, organizations, institutions and communities don’t get it. They are still giving short shrift to what they view as an unnecessary, newfangled way of communications. They think social media is a fad or something the cool kids may do, not something they have to make a priority.

Think again.

Employers should be training their employees TODAY how to use social media on behalf of their brands.

Anyone in a leadership position should be immersing themselves NOW in everything to do with these online channels and making sure their constituents are right behind them.

Team members are your advocates. Those in your audience are your ambassadors. All of them can help you build a bigger, better brand.

Lead by example and establish a consistently conspicuous presence on social media before your competition leaves you in the dust.

Music to the Ears of Your Audience on Social Media


Bruno Mars and Cardi B. Lady Gaga and Tony Bennett. Florida Georgia Line and Bebe Rexha.

Performers in the music world do it all the time. They collaborate. They form partnerships. They join forces to produce music that they know they couldn’t have done on their own.

You can do the same thing on social media.

Hook up with other brands, businesses and people to produce content that you couldn’t do on your own. Guest post on their blogs and vice versa. Conduct interviews. Barter services. Tag-team projects. Engage with them in some way, shape or form.

Mix it up. Put different faces and voices in front of your audience every so often. The results may pleasantly surprise you.

Collaboration. It’s music to the ears of your audience on social media.

Use Social Media Like Chloe Kim

Use social media like Chloe Kim.

Chloe jumped, twisted, turned, somersaulted and flew her way to a gold medal recently on her snowboard in the women’s halfpipe competition at the PyeongChang 2018 Winter Olympic Games.

But what caught my attention almost as much as her prowess on a snowboard was the fact that she used Twitter during the competition.

Yup. Chloe somehow found time to tweet between runs about being “hangry” because she hadn’t finished her breakfast sandwich.

Kudos to this snowboarding superstar not just for winning gold, but for showing the world the prevalence, pervasiveness and power of Twitter. Despite the triviality of her tweet, it’s still received over 10,000 RTs and 100,00 likes.

Businesses and brands (personal or corporate), that use social media like Chloe are more likely to endear themselves to their followers and fans.

Be authentic. Be extemporaneous. Be yourself. Be like Chloe Kim.